A big topic in the fashion industry over the past few years has been the delay from runway to store rack, and a huge challenge is how to shorten that timeline in order to provide consumers with earlier access. Right now, there’s a disconnect between what fashion brands are marketing (on the pages of glossies, on the runways…) and what is available in-store.
As I shopper and fashion fanatic, I am left wanting, my spring desires so far unfulfilled. I saw the collections come down the runway in September, I read about pieces in January and February’s glossies. But where o where can I purchase?
Case in point, Giuseppe Zanotti for Thakoon. I’m obsessed. But after calling my local Giuseppe Zanotti store, I learn that they will not be carrying the line and they are unsure where it will be available. Barney’s has a very small fraction of spring merchandise on its floors. Thakoon has no storefront in New York.
So the customer is left with two options, search relentlessly for an item you’ve become obsessed with (this drains all the fun out of spending $800 for a pair of sandals) or hope that you’ll remember the item months from now when it does finally hit the stores. Both options leave the brands and customers unfulfilled. If you need to search high and low for a full price luxury item, how luxurious really is that experience? When brands focus so many resources ensuring an premiere experience in their collection pieces, runway shows, ad messaging, storefronts and personnel, why not have the search for, and purchase of that item be equally as gratifying?
Brands like Burberry have started to close the gap by offering the ability to directly purchase straight from the runway, as previously covered by Fashion’s Collective here. It’s exciting to see a luxury brand understand what it means to be a consumer and truly covet an item.
Photo credits: The Lipstick Diaries
